Promotional Mix: Using the major promotion tool public relations, highlighting how you would incorporate it within the business listed below.

Aspects you need to address include:

•Which promotional tools or elements should be used and the relevant theory for each

•Demonstrate how the promotion mix strategies will be used. Be specific, including message and media decisions.

•Make sure you discuss at each stage how these strategic recommendations meet the needs of the target market that you identified and ERM’s ideal positioning (as identified in your positioning statement) as well as contribute to ERM achieving its objectives

•Be fully justified (referenced) – be creative, but ground your decisions in reality and base them on best-practice

•Recommend and justify marketing analytics to measure the success (or otherwise) of each of your strategies

Background: AxeChix want to create a woman-only entertainment experience whereby women can gather a group of friends together, come to their venue, and experience something quite unique. Women will attend, train with an accredited and experienced coach, and then play a ‘tournament’ against each other to see which friend wins bragging rights as the champion axe thrower. Bookings are made in two hour blocks, with coaching and safety training taking the first half hour and the ‘tournament’ game play being the remaining time. AxeChix has all-female employees, is for women only, players must be 18 years and over, and no corporate bookings available. They are trying to work out whether this would be a viable enterprise and have hired you to advise them.